Thus, the study set out to find out the perceptions of the cinema viewers on visual communication elements in cinema video advertisements, analyse the effectiveness of the cinema video and determine the mean differences in the effectiveness of the elements in video advertisements across gender, education level and age. Yet, video advertisements are still considered ineffective.
Globally, various industries especially the cinema industry, have adopted this form of advertising to meet their marketing goals. The evolution in advertising has shifted the reliance of advertisers from printed materials to video advertisements. However, with the current computer screen capability, it can still be an alternative option for instructional web developers. Likewise, as anticipated, Times New Roman and Arial fonts provide good readability for print media, which reinfoces their status as the printing font category. Accordingly, the research findings and the literature overview, suggest that Verdana and followed by Georgia as the better choice in displaying long text on websites. Overall, the results showed that there was no significant difference between the redability of serif and san serif font of both screen display category and print display category. Readability test on a computer screen was conducted on 48 undergraduates. Meanwhile, Times New Roman and Arial were originally designed for print media. Georgia and Verdana were designed for computer screens display. For this purpose, four fonts were selected, namely Georgia (serif) and Verdana (san serif) for the first respondents and Times New Roman (serif) and Arial (san serif) for the second respondents. Accordingly, this study aims to evaluate the effects of serif and san serif font in the category of screen fonts and print fonts, in terms of Malay text readability on websites. Taking these developments into account, it is important for web-based instructional designers to choose the appropriate font, especially for long blocks of text, in order to enhance the level of students' readability. This can be seen from the perspective of changes on readers' tendency to be more interested in materials from the internet, than the printed media. Reading on the World Wide Web has become a daily habit nowadays.
0 kommentar(er)
